Essay on Marketing research - Woolworths South Africa

7372 Words Oct 12th, 2013 30 Pages
The retailer that I have chosen to conduct my research on is Woolworths, which is an established chain of retail stores founded in South Africa. Whilst they operate predominantly in this country, they have a substantial number of franchises and business dealings overseas. Their vast product range includes but is not limited to variable groceries, clothing, homeware and financial services, all of which are superior in quality.

[Question 1 – The Existing Gaps Between The Producer and The Consumer]
Retailers can be considered as middlemen or go-betweens, whereby they acquire an array of consumer products from suppliers and then offer these to the public at a retail price (Cant & Van Heerden, 2010). It is not common practice for the
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All of this is done above and beyond the typical information that legislation requires on products. Thus, they bridge the information gap in two ways.
The forth gap between consumer and producer is the ownership gap. If a consumer desires to own a house, he has to pay for it and wait for the title deed to be in his name (Cant & Van Heerden, 2010). The interim and any pending actions between a consumer’s actual state and desired state, in terms of purchasing, are what form the ownership gap. Woolworths offers products at their outlets and caters for means of paying for it. There are clearly designated paying terminals in every store, which are equipped with cash registers, card machines and adequately skilled staff. This facilitates the exchange that the consumer wants to make; handing over their money in return for ownership of products. The ownership is displayed through till receipts or proof of card purchases, which Woolworths gives to the customer. To further facilitate exchange

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